How do you get to a simple big idea? I feel like I’m complicating things lately.

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I’ve heard that you should be able to explain it in one sentence.

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my favorite breakdown of it.

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Look for human truth, not for an idea.

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To me a big idea is just a simple but as-of-yet overlooked truth for the category. If it can be applied over a wide range of executions, you’re golden. Start looking within for that insight that no one can poke holes in. (Unless you’re just talking about activations. In which case I have no idea.)

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Hi! New attorney here. Licensed in January 2021.

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Hi Fishes

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Make it stop!!!

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Someone should get fired for this

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Hello!

I'm about to start a new job with my main account being a big beer brand.
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When your CD asks you to make all the creative OOH placements.

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